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Swiggy's new campaign targets modern-day Indian families

Swiggy, India’s largest online food delivery platform has launched its third series of television commercials and digital campaign, that are reflective of new-age India and its changing culinary culture. With a tagline- Swiggy karo, phir jo chahe Karo!, these quirky and witty TVCs offer a glance at the Indian families of today, where consumers are increasingly investing in sharing new experiences with family members while turning to the convenience of ordering online for food through Swiggy.

Conceptualized by Lowe Lintas and produced by Corcoise Films, the ads touch upon everyday scenarios, shedding light on how consumers are spending more time on learning something new or bonding with their family. The videos make for a captivating watch as they explore relatable, real-life situations in our homes, where Swiggy has become an integral part. They also celebrate Swiggy’s strongest assets- convenience, reliability and variety.

Staying true to Swiggy’s style of short but impactful commercials, the 25-30 second videos are replete with subtle humour and whimsical moments. The TVCs explore everyday scenarios like conversations between a mother and child, dining table discussions between a family and a dialogue between three generations of women in a family, as Swiggy helps them prioritize quality time with loved ones.

Srivats TS- VP Marketing at Swiggy says, “Swiggy’s TVCs have consistently communicated to consumers in extremely relatable ways. The Swiggy karo, phir jo chahe Karo!, campaign celebrates three aspects of the modern Indian family- Super Moms, Food and Swiggy. It delves into how families of today are increasingly choosing to invest their time in connecting with loved ones and learning something new, while leaving the task of getting a meal on the table to Swiggy!”

Hari Krishnan, President, Lowe Lintas, Bangalore, added “This is a campaign that is meant to increase penetration for Swiggy amongst the household segment most of whom are non-users or infrequent users. We had to strike a balance as a brand that aids or enables great food experiences rather than replaces the food that is made at home. We’re happy to have hit the sweet spot, once again”

Within a week of the first TVCs from this campaign going live, it has already received a lot of consumer love and appreciation on social channels. Apart from Hindi, the TVCs will be aired in Bengali, Kannada, Malayalam, Tamil and Telugu. The campaign will also run on digital and across the brand's social media platforms.

This campaign comes on the heels of Swiggy’s highly popular and award-winning IPL TVCs, which garnered much love from consumers and industry stalwarts alike.

Team Credits:

Swiggy

Srivats TS, Ashish Lingamneni, Umesh Krishna, Ishita Mehta, Akshaya Gajendra

Lowe Lintas, Bangalore

Business: Hari Krishnan, Anand Narayan, Arunava Sen, Jayendra Katti, Priyanka Dave

Planning: Padmapriya Muralidharan, Dhanya Rajendran

Creative: Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Indrasish Mukherjee, Tanya Onkar

Direction: Vishwesh Krishnamoorthy

Production: Bhavin Gajaria, Corcoise Films

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